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How do you figure? There are tons of internet sites that make tons of money PURELY through the sale of merchandise related to their "real product."
Penny Arcade, PvP, Homestarrunner, and tons more I am not even aware of.
Selling merchandise related to your "real product" can be just as lucrative of a method as charging directly for your content.
Furthermore, it creates the same feeling among many of the buyers - they are a paying customer and expect to be treated like one.
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